Download Advances in Advertising Research (Vol. VII): Bridging the by George Christodoulides, Anastasia Stathopoulou, Martin PDF

By George Christodoulides, Anastasia Stathopoulou, Martin Eisend

Focusing on various ads codecs, this e-book presents foreign state of the art examine inter alia at the quick evolving and more and more complicated ads panorama that increases a couple of demanding situations for advertisers. extra study is required to lead offerings relating to advert content material and execution, media placement, social networks, and crusade effectiveness. Advances in ads study are released via the ecu advertisements Academy (EAA). This quantity is a selective choice of examine provided on the 14th foreign convention in advertisements (ICORIA), which used to be held in London (UK) in July 2015. The convention collected greater than one hundred fifty individuals from a variety of international locations from approximately all continents, together with Europe, North and South the USA, Asia, and Australia.

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Extra resources for Advances in Advertising Research (Vol. VII): Bridging the Gap between Advertising Academia and Practice

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SNS users, and particularly adolescents, focus their attention on other SNS contents of greater personal relevance, such as friends’ profiles, videos, photos, etc. , 2009). , 2012). Knowing what motivates target groups to interact with brands on SNSs is therefore essential for advertisers aiming to develop effective communication strategies on SNS. However, research on the motives for brand interactions on SNSs is still scarce. One of the few studies we identified was conducted by Tsai and Men (2013), who analyze users’ motivations for using SNS brand pages.

2009). Consumers frequent SNSs to engage in immediate, selective, and efficient interpersonal communication with others. , 2008). Socializing on SNSs can boost selfesteem, too. Facebook use, for instance, can assist low self-esteem individuals to overcome inhibitions in their off-line relationships. , 2008). Indeed, particularly for adolescents, maintaining relationships is a central motive for SNS use, since young individuals have a strong need for group belonging and self-expression. , 2010).

Apparently, consumers also do not visit brand pages looking for social contact. Brand content on SNSs should therefore principally offer entertainment and fun. SNSs offer many possibilities to entertain users through videos and online games. Specific advergames have been shown to be very effective in achieving advertising effects (Terlutter and Capella, 2013; Waiguny, Nelson and Terlutter, 2012). Advertisers should use the opportunity to engage SNS users in such brand related gaming activities.

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